B-Tools | Recruiting and training of sales managers

Education & eLearning, HR / Recruitment

By Ruslan Flemer

Overview

B-Tools builds sales departments in Europe from the ground up: they recruit talent, provide "Rent-a-Sales Manager" services, and set up end-to-end sales processes. 😱 π—§π—›π—˜ 𝗣π—₯π—’π—•π—Ÿπ—˜π— : Before we stepped in, their marketing was a "spray and pray" situation. They were promoting everything at onceβ€”training, consulting, and recruiting. The result? Expensive leads, zero focus, and a flood of inquiries that never turned into deals. πŸ‘‰ The Goal: Build a lean marketing strategy, slash the cost per lead (CPL), and attract high-quality prospects. πŸ‘‰ Location: Europe (Primary focus: Poland). πŸ‘‰ Audience: Russian-speaking business owners and executives (expats). πŸ‘‰ Channels: Facebook Ads / Instagram + Reels. βš™οΈ π—ͺ𝗛𝗔𝗧 π—ͺπ—˜ π—”π—–π—§π—¨π—”π—Ÿπ—Ÿπ—¬ π——π—œπ——: Fixed the Offer. We stopped pushing "training" as the main hook. Training is slow, and it doesn't solve problems overnight. Instead, we shifted the focus to sales recruitment. It’s a clear value prop: the client gets a professional who starts generating revenue from day one. Doubled Down on One Product. We didn’t pivot every week. We took the recruitment offer and scaled it consistently for an entire year. Tidied Up the Data. We synced everything with their CRM and set up end-to-end analytics. Every dollar spent was tracked. Built Trust via Content. We used Reels to showcase expertise, building credibility before the prospect even hit the "Apply" button. πŸ† π—§π—›π—˜ π—₯π—˜π—¦π—¨π—Ÿπ—§π—¦: CPL dropped, while lead quality spiked. Identified the "Gold Mine." Poland proved to be the most efficient market in terms of volume and cost. $2,000 Meta Ad Credit. We secured a nice bonus from Meta for maintaining high performance and consistent ad spend. 🏁 π—§π—›π—˜ 𝗕𝗒𝗧𝗧𝗒𝗠 π—Ÿπ—œπ—‘π—˜: The biggest win wasn't a "magic" ad settingβ€”it was the product shift. We replaced abstract training with an immediate result: "a hired manager." Entrepreneurs don't want lectures; they want sales. By focusing on one clear product for a year, we moved away from guesswork and built a predictable, scalable lead generation machine.

Roadmap

  1. Competitor Analysis πŸ”

    We created a selection of direct and indirect competitors in Ukraine and European markets and analyzed their advertising funnels, pricing strategies, positioning, and service offers.

  2. Advertising Account Audit πŸ”

    The client had previously worked with another contractor who managed the advertising campaigns. Based on the competitor research, we conducted a full audit of the existing ad accounts and identified key growth opportunities as well as critical mistakes that were generating low-quality leads.

  3. Development of Advertising Creatives 🎨

    We developed creatives based on common problems companies face in sales, along with static banners featuring limited-time and promotional offers.

  4. Campaign Launch and Ongoing Management πŸš€

    Advertising creatives were regularly updated and tested. We worked with different audience types, including Lookalike Audiences, broad targeting, interest-based audiences, and re-marketing.

  5. Reporting and Performance AnalysisπŸ“Š

    At the end of each month, the client received a detailed performance report. The client also prepared a list of customers who had purchased the company’s products, which allowed us to calculate advertising ROI and evaluate the real business impact of the campaigns. We also held regular Google Meet calls and brainstorming sessions to review results, discuss new ideas, and plan further improvements.

Services

Results